LIFESTYLE Heritage Reimagined: How A New Fine Spirits Maker Envisions Luxury Tequila Mr. Sancho Pancho ByMr. Sancho Pancho Contributor, Brand Contributor. for Mr. Sancho PanchoBRANDVOICE | Paid Program Mar 20, 2025 at 12:19pm EDT | 06042025 | 9:13 am
NASCAR’s Atlanta Motor Speedway Is No More —For Now
It’s not every day the governor of Georgia shows up to a racetrack press conference, so you could be forgiven for thinking something earth-shattering was about to be announced—alien landings, a third Buc-ee’s, perhaps. Instead, we got a renaming.
In a move that combines family synergy, corporate branding and the high-speed theater of NASCAR the track long known as Atlanta Motor Speedway is now EchoPark Speedway.
The seven-year naming rights agreement was announced Tuesday by Speedway Motorsports and EchoPark Automotive, a subsidiary of Sonic Automotive. If those names sound related, it’s because they are: both are run by members of the Smith family dynasty, heirs to the late Bruton Smith’s motorsports empire.
The deal gives Georgia’s only NASCAR track a new name and a bright green makeover just in time for its national debut as the opening race of TNT's NASCAR broadcast slate on June 28. EchoPark, which specializes in pre-owned vehicle sales, will now beam its brand across every inch of the 850-acre speedway in Hampton, Georgia, from track walls to Victory Lane.
David Smith, CEO of Sonic Automotive and brother to Marcus Smith, CEO of Speedway Motorsports, is at the heart of this deal. So is this a savvy business partnership, or a case of one Smith brother Venmo-ing another under the table and slapping a logo on Turn 4? The terms are described as a "multi-million-dollar" agreement, but one can’t help but wonder if the actual check was written in crayon at a family barbecue.
To be fair, EchoPark has been steadily expanding its presence in NASCAR, with activations across nine Speedway Motorsports venues and an increasingly visible footprint among the fanbase. The company operates 17 locations in 13 markets, many of which overlap with core NASCAR territories like Georgia, Alabama, and Tennessee.
As for the rebrand, fans will get their first look at the new EchoPark Speedway during the Quaker State 400 on June 28. The winner won't just get a trophy; they'll be handed a "nearly new" Chevy Silverado and a Harley-Davidson motorcycle so rare it sounds like something a Bond villain would collect. Only 26 of the limited-edition Sturgis Rally Harleys exist, and the first one goes straight to Victory Lane.
Marcus Smith described the partnership as a union of like-minded, customer-focused companies. "EchoPark Automotive is as committed to exceptional customer service as we are," he said. That may be true, but it also helps when your brother runs the other company.
The track itself has seen plenty of reconfigurations over the years—the most recent in 2021 turned it into a superspeedway-style oval with 28 degrees of banking. That shift produced some of the most thrilling finishes in recent NASCAR history, including the closest three-wide finish ever recorded last year.
EchoPark Speedway—still tough to say without a raised eyebrow—has been part of NASCAR's core calendar since 1960. It hosted the season finale from 1987 to 2000 and was the backdrop to one of the sport's most iconic races: the 1992 finale that featured Richard Petty's last race, Jeff Gordon's first, and Alan Kulwicki's improbable championship win.
This deal also marks a return to naming rights for Speedway Motorsports, which hasn’t put a corporate label on one of its tracks since Charlotte Motor Speedway became Lowe’s Motor Speedway in 1999. That deal, estimated to be worth around $35 million over ten years, ended in 2009 when Lowe’s opted not to renew.
While NASCAR has seen several tracks rebranded under naming rights—like World Wide Technology Raceway in Illinois, which is still going, Phoenix Raceway which was known as IMS Raceway, which is not going, and California Speedway once known as Auto Club Speedway which is now little more than a collection of buildings, piles of dirt and dreams of a rebirth—SMI has been largely quiet on that front. EchoPark Speedway is their first foray back into the naming game in over a decade.
Now, under its new name, the track aims to usher in a fresh chapter for NASCAR in Atlanta—one with faster racing, brighter signage, and perhaps a few more family phone calls about marketing strategy.
Tickets, schedules, and camping info for the June 26-28 NASCAR weekend can be found at EchoParkSpeedway.com. Just don’t ask Siri for directions to Atlanta Motor Speedway. She’s still adjusting.
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Read our community guidelines .Heritage Reimagined: How A New Fine Spirits Maker Envisions Luxury Tequila
ByMr. Sancho Pancho Contributor,
Brand Contributor.
By Jacqueline Kehoe
In the sun-drenched highlands of Jalisco, Mexico, jimadores (artisanal agave farmers) still hand-harvest and ferment agave—a practice dating back thousands of years.
Today, though, some of the finest agave hearts are transformed into something brand-new: Mr. Sancho Pancho tequila, a premium spirit that “embodies a timeless craft with a forward-thinking approach,” says Ramon Perez Navarro, head of production and quality control on the brand’s Mexico side.
MR. SANCHO PANCHO
Through meticulous harvesting methods, sustainable practices and deep respect for tequila’s history, Mr. Sancho Pancho is elevating the once-humble spirit beyond the rail and back bar. “Every pour is a tribute to Mexican heritage,” says Michael Vaynshteyn, co-principal and managing director. “It’s a drink for those who appreciate the story behind the bottle.”
Below, explore how Mr. Sancho Pancho’s craftsmanship journey pulls from tradition while also defining the future of luxury tequila.
The Foundation: Agave Selection & Harvesting
Tapping Into Ancient Traditions
Deep in the volcanic soils of Jalisco, Mr. Sancho Pancho’s story begins with its most crucial ingredient: blue Weber agave.
“Our agave is exclusively sourced from family-owned, multigenerational farms that have been cultivating agave for decades, if not centuries,” says Boris Vaynshteyn, the company’s co-principal and president. “The cultivation of these agave plants is the bedrock of our heritage.”
Vaynshteyn says Mr. Sancho Pancho’s relationship with the agave farms of Jalisco is built on a deep connection to history and sustainability. “We ensure the future of this craft by partnering with families who uphold traditional harvesting methods passed down through generations.”
Skilled jimadores use hand-honed coa de jima, or agave-cutting blades, to hand-harvest each plant at its peak maturity (roughly seven years). The process ensures optimal richness in every piña, or agave heart.
For Vaynshteyn, working with family-owned farms is not just a business transaction—it’s a personal mission. “Our connection to these farms is as much about preserving history as it is about ensuring the future of tequila craftsmanship,” he says. “When you step into these fields, you feel the weight of generations of knowledge passed down through time.”
Cultivating Eco-Conscious Change
While steeped in tradition, Mr. Sancho Pancho’s approach to agave cultivation also focuses on instilling sustainability throughout the production process. The brand employs selective harvesting practices, for example, rotating agave plots to prevent soil depletion and enhance regrowth cycles. They’ve also partnered with local reforestation programs to ensure the longevity of agave fields.
“From our production processes to the way we source agave, every step of our journey is designed to minimize our impact on the environment and ensure the legacy of tequila production is preserved for future generations,” says managing member David “Supe” Locket. “It’s not just about having a great product. It’s about doing it responsibly—partnering with local farmers, ensuring fair trade and fostering a movement toward sustainability in the industry.”
The Transformation: Aging & Maturation
Distilling With History In Mind
Once harvested, Mr. Sancho Pancho’s agave piñas are slow-roasted in stone ovens, a delicate process that enhances agave’s natural flavors. The brand’s master distillers oversee the spirit’s journey, refining each drop into a history-honoring iteration.
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